Beauty Brands Marketing in the Gaming Space, Cyber-Week Carrier Predictions, and More in this week's DTC Dive

Gen Z is in for a treat. Beauty brands are stepping up their game with cutting-edge technology and innovation, and they’re luring young consumers with promises of the latest and greatest. From augmented reality to personalized products, beauty brands are using every tool at their disposal to stay ahead of the curve. And it seems to be working – according to recent studies, gen zers are among the most brand-conscious consumers out there. So if you want to keep up with the latest trends, you’d better start paying attention to what beauty brands are doing.

In this issue, we will cover:

  • Makeup base products growth trend
  • Maybelline targeting  ‘hyper-casual’ Gen-Z gamers
  • Recent Carrier Updates
  • Viral TikTok of the week
  • The 101-year-old style icon just announced a collaboration with Ciaté London

General Market Currents

Makeup Base Market to Record USD 7.86 Billion growth in 2022-2026; Major Opportunities Amorepacific Group Inc. And Anastasia Beverly Hills LLC

The makeup base market size is set to grow by USD 7.86 billion between 2021 and 2026, progressing at a CAGR of 4.73%. According to Technavio, the market is fragmented, and the degree of fragmentation will accelerate during the forecast period. The report offers an up-to-date analysis to know the exact growth variance and the Y-O-Y growth rate.  

The report identifies Amorepacific Group Inc., Anastasia Beverly Hills LLC, CHANEL Ltd., Christian Dior SE, Clarins Sdn Bhd, JAB Holding Co. Sarl, Johnson and Johnson, Kao Corp, Kering SA, Kose Corp., LOreal SA, Mary Kay Inc., Purity Cosmetics, Revolution Beauty Ltd, Shiseido Co. Ltd, The Estee Lauder Co. Inc., The Procter and Gamble Co., Too Faced Cosmetics LLC, Unilever PLC, and Vellvette Lifestyle Pvt. Ltd. are some of the major market participants.

Beauty brands luring Gen-Z customers with tech

Maybelline’s new Zynga partnership targets the ‘hyper-casual’ Gen-Z gamer

  • Maybelline becomes the first beauty brand to launch a promotion in the “hyper-casual gaming” space, unveiling an in-app mobile game that will be available across games owned by Zynga, including Hair Challenge, High Heels and Blob Runner. Called Maybelline Mascara Merge, the game features three mascaras from the brand, allowing users to play to earn points that can keep them going in the main Zynga game they are playing.

AI skin analysis e-tailer Coralai launches for professional category

  • Founded by entrepreneur and L’Oréal Group and Unilever alum Sean Patrick Harrington, AI skin analysis e-tailer Corelai announced its official launch on Monday after a soft launch in August. It uses AI beauty tech platform Revieve’s skin analysis tools and online appointment booking from shopping platform Clientela. Using an affiliate model, the platform aims to offer a new sales channel to estheticians searching for an e-commerce option to sell products to clients.

Carrier Update: Amazon Logistics, Peak 2022 Surcharges, Shipping Delays

This week's update includes the following:

  • Reasons for Amazon's second Prime Day Shipping event in 2022
  • Amazon backtracked on logistics expansion plans, impacting 50 U.S. facilities
  • Carrier capacity and surcharges during Cyber-Week 2022
  • Impacted shipping delays in the U.S. and around the globe

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Beauty Social Insider

Here's why Mikayla Nogueira's 'Sticky Method' went viral on TikTok

  • Nogueira shared the Sticky Method video in late August, garnering over 5.3 million views on the post. The 24-year-old, who has 13.5 million followers on TikTok, said she's been able to make her own blemishes look like "they don't exist" thanks to the use of sticky products.

Beauty experts are fed up with celebrities cashing in on skincare

  • “Does anyone believe that Brad Pitt even cares about skincare?” That was Charlotte Palermino’s reaction to the actor’s announcement last month that, like many of his celebrity peers (Idris and Sabrina Elba, Ciara, Scarlett Johansson, just to name a few), he had launched his own skin-care line, Le Domaine. The “genderless” collection includes a cleanser for $80, a cream for $320 and a serum for $385

‘I don’t even Google anymore, I TikTok’: How TikTok became an aesthetic generator

  • TikTok is evolving more specifically into an aesthetic incubator. “Coastal Grandma,” “Night Luxe,” “That Girl,” and “Clean Girl” are prime examples. These aesthetics go beyond basic beauty trends like “glazed donut skin” or “Jello skin,” and instead represent a lifestyle complete with beauty, fashion and even certain personality traits.

Beauty Collab of the Week

The 101-year-old style icon just announced a collaboration with Ciaté London

Famous for her black-rimmed glasses and penchant for statement accessories, and with more than two million followers on Instagram, it’s no surprise that Apfel has now turned her attention to the beauty world, partnering with Ciaté London on a collection that’s just as bright and unique as she is.